Actionable Analytics Triangle AMA Luncheon 08152013

Triangle AMA Luncheon
Companies using analytics are turning big data into actionable insights that gain a competitive advantage. Chuck Hemann (@chuckhemann), Group Director, Analytics for W2O Group and co-author of Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, shared how companies big and small are turning analytics into action. During this session Chuck offered specific examples of companies using analytics to fuel communications strategies, tactics and the ultimate development of content.

Chuck Hemann is currently Director of Analytics for WCG, a fully integrated communications agency working with the world’s leading companies in healthcare, consumer products and technology. Over the last seven years, Chuck has provided strategic counsel to clients on a variety of topics including digital analytics, measurement, online reputation, social media, investor relations and crisis communications. Chuck’s past and present clients include Intel, Hershey’s, Michaels, Pfizer, Amgen, Merck, ConAgra, Dairy Management Institute, RIM, SAP and GSK.

5.
Four Drivers of Change
Newsflow
• Blogs and twitter drive 2/3 of flow
• Five drivers of newsflow
• Mainstream media news cycles driven
by average of 5 people
• Online content cycles driven by <50
people
Human Behavior
• We are only snowflakes to our parents
• We all follow patterns
• Influencers (top 50) typically source
from no more than 4-5 people
• Who are the top sources?
Media Consumption
Patterns
• I read what I want, where I want
• Social channels are becoming the
new “third place”
The Social Footprint
• easy to see where content is shared
and with whom
• Preferred words are clear
• Content needs are clear
Four Drivers of
Change
@TriangleAMA // @chuckhemann on Twitter

6.
What the C-Suite Realizes Today…
Reputation
Customers
shape reputations
with or without
company help
Budget
50% of marketing
budget is digital
today for leading
companies, 70%
in a few years
Issues
You can identify
problems
days/weeks
before the world
is fully aware
Employees
Recruitment and
retention happens
365 days/year
and includes
involvement in
brand activities
Customers
Customer
support is integral
to brand
reputation –
irrespective of
channel
Innovation
The best ideas
are from crowds
of smart people
inside or outside
your company
Money Words
Which words
drive sales,
behavior and how
am I leveraging
them across my
brand?
Search
If search is
becoming a
decision engine,
what decisions
am I helping with?
@TriangleAMA // @chuckhemann on Twitter

7.
It is harder than ever to build a big, disruptive ad
campaign
Think like a publisher, focus on agile creative,
content curation and right engagement
@TriangleAMA // @chuckhemann on Twitter

9.
A website is just ONE channel
Consumers are not “driven” somewhere. Brands must reach
customers exactly where they are, when they are there.
@TriangleAMA // @chuckhemann on Twitter

10.
Attention spans have changed forever
Consumers focus on the headline, image, and highlighted data
point only. Nobody reads anymore. It’s more important to tell
a fast and visual story than to get a full feature news article.
@TriangleAMA // @chuckhemann on Twitter

11.
Building Share Building of Conversation is more
important than brief News Cycle
Popular conversations, videos, or images are spawned and
shared across the internet, have greater reach and influence
than the original news cycle.
@TriangleAMA // @chuckhemann on Twitter

12.
Real Time research provides better information
We can get better information by observing and asking
consumers their opinion right now, based on the exact city
they live in, and the exact interests they have, and the places
they hangout online.
@TriangleAMA // @chuckhemann on Twitter

13.
How is Research Changing to Meet the New
Communications Landscape?
10 Trends in Digital Analytics
@TriangleAMA // @chuckhemann on Twitter

14.
Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Hard to make a move without some digital footprint
• Lots of noise to filter, but plenty of valuable signal
@TriangleAMA // @chuckhemann on Twitter

16.
Hundreds of Available Tools with no Clear Link…
Yet
@TriangleAMA // @chuckhemann on Twitter

17.
#2 – Two Clear Listening Models Emerging
Listening for program
planning and listening for
content development
@TriangleAMA // @chuckhemann on Twitter

18.
• What are people saying about
your brand
• Where people are talking
about your brand
• When people are talking about
your brand
• Who is talking about your
brand
• Why people are talking about
your brand
Taking a Step Back to Set Proper Goals
@TriangleAMA // @chuckhemann on Twitter

21.
• Concept of building a dashboard
to listen for conversations
outside of PR/marketing
applications is easy
• Discover the data
• Analyze the data
• Segment
• Develop insights
• Execute based on those
insights
• In practice, much more difficult
to execute at large companies
• Requires central source for
listening with organization
Making Social Data Work Outside of PR/Marketing
@TriangleAMA // @chuckhemann on Twitter

22.
Social Customer Service is an Emerging Approach
• Shift in importance away from
traditional customer service
channels toward social media,
smartphones and internet sites
• 79% of respondents in the survey
cited the immediacy of interactive
channels in their preference
• 46% cited those interactive
channels as the most efficient
communication method
• Listening to conversations for
customer service requires
dedicated team, technologies,
measurement techniques and
processes
@TriangleAMA // @chuckhemann on Twitter

24.
#4 – We Drop “Social” from Social CRM
CRM platforms evolve to
incorporate social data more
easily therefore eliminating
the need to keep using social
in front of CRM
@TriangleAMA // @chuckhemann on Twitter

25.
The Good News is Current Systems are
Evolving…Slowly
@TriangleAMA // @chuckhemann on Twitter

26.
#5 – Companies Begin to Hire Internal Resources
Digital analytics professionals
are becoming more prevalent
as organizations realize the
power of this data.
@TriangleAMA // @chuckhemann on Twitter

28.
#6 – Command Centers are Valuable… Kind of
Command centers are
valuable internal tools that
rally the organization around
the idea of social
media/listening to customers
@TriangleAMA // @chuckhemann on Twitter

29.
Several Brands Have Built Command Centers
Do you need one of these if you are a brand or representing a brand? It depends
@TriangleAMA // @chuckhemann on Twitter

30.
Intel Has Developed a Social Cockpit…
@TriangleAMA // @chuckhemann on Twitter

31.
#7 – Measurement Finally Becomes Integrated
Communications has been
working to break down silos
for years. It’s time to do the
same in measurement
@TriangleAMA // @chuckhemann on Twitter

33.
The New ERA Measurement Approach
What we are Measuring Example Metrics
Engagement
Are consumers taking action to indicate they are on board
and sharing with their personal networks?
• Likes
• Comments
• Inbound Links
• Retweets
• Shares
• Database registrations
Reach
How many consumers did we reach, multiplied by how
many times did we reach them, during the last 30 days?
• FB post impressions
• Tweets x Followers
• Paid digital impressions
• Video views
• Blog post UVMs
• Website visits
• Share of Attention
Audience
What is the size of our Audience that we are building to
communicate with in the future?
• Fans
• Followers
• Subscribers
Cost
Avoidance
How is our social engagement allowing us to reach
people without buying paid media inventory?
• Media value of social
impressions and views
Learnings
What did we learn that can be applied to future
effectiveness?
• Social Poll results
• Qualitative feedback
@TriangleAMA // @chuckhemann on Twitter

41.
#10 – Influencer Analysis is not Synonymous with
Klout
The current suite of influencer
solutions do not fully capture
how influential a person is
online
@TriangleAMA // @chuckhemann on Twitter

42.
The Current Influencer Tools are not the Devil,
but Don’t Accurately Gauge Influence Either
@TriangleAMA // @chuckhemann on Twitter

43.
<50 People Drive Share of Conversation Online
• Have complete clarity
into who influences your world, and
how to reach them with your content.
Thousands of
key phrases.
Millions of
webpages.
100+ Metrics.
Hundreds of
Outlets.
50 Top
Influencers.
@TriangleAMA // @chuckhemann on Twitter

44.
Where did this come from?
Currently available on Amazon.com - http://amzn.to/UF4qKj
@TriangleAMA // @chuckhemann on Twitter